xxviii, 454 pages : 25 cm

As the position of sport management in the higher education curriculum becomes stronger, the numbers of students and staff who are teaching and learning sport management related modules is growing. This text focuses on the analysis of high profile cases studies within the management of sport businesses

Includes bibliographical references and index

Mès que un club (more than a club): the commercial development of FC Barcelona / Simon Chadwick and Dave Arthur -- Branding sport teams in a competitive context: a look at team branding strategies in the National Hockey League / Andre Richelieu and Frank Pons -- ESPN STAR sports / James Santomier -- The challenges of modernizing a professional sport: a case study of professional road cycling / Stephen Morrow and Catharine Idle -- sweatyBetty: by women, for women / Leigh Sparks -- University College Dublin Association Football Club: putting an appropriate strategy in place / Anne Bourke -- Who could wish for more? New Zealand's coast to coast multisport event / Geoff Dickson and Sean Phelps -- Twenty-20 and English domestic cricket / Paul Kitchin -- Manchester United: the commercial development of a global football brand / Sean Hamil -- Something for nothing: the free ticket myth / Paul Muller and Dave Arthur -- Guinness, sport, and the positioning of a global brand / John Amis -- Sports in the country of a billion: a study of the marketing possibilitiess and the resulting development of less popular sports in India / K. KI. Ramachandran -- Developments in web technology: enhancing the viewing spectacle of sport / Paul Turner -- Tribalism: attracting fans in a fragmented market / Rudi Meir -- The internationalization of Club Atlético de Madrid S.A.D.: creating value beyond borders, a differential strategy / Ignacio Urrutia, Germán Robles, Kimio Kase and Carlos Martí -- Olympic marketing: the power of the five rings band / Alain Ferrand -- To close or not to close: press relations and locker room accessibility in sports / Paul M. Pedersen -- "The game we love. Evolved.": Cricket in the 21st century / Maria Hopwood and Allan Edwards -- Celebrity athletes and athletic clothing design: the case of Natalie Gulbis / Norm O'Reilly and L. Anne Braedley -- Promoting Pacific Islander rugby in a crowded marketplace: using media relations to overcome the challenge / Dave Arthur and Simon Chadwick -- Intergration between broadcasters and transmission companies involved in sports broadcasting / Harry Arne Solberg, Knut Helland and Brita Ytre-Arne -- How to use naming rights in the business of sport / Thomas Bezold -- If the shoe fits: a marketing analysis of the Starbury One basketball shoe / David Stotlar and Cheri Bradish -- On tour with the Barmy Army: a case study in sports tourism / John Beech -- The future of the Tour de France: from an independent style of organization to 'A Formula One Model'? / Michel Desbordes -- Sports development meets sports marketing in Africa: Basketball without borders and the NBA in Africa / Jason Means and John Nauright -- New marketing challenge of the Sourth Korean Professional Baseball League and the Lotte Giants / Jaemin Hong and Chanil Lee -- Professional rugby, community rugby clubs and volunteers: creating advantage through better volunteer management / Simon Darcy, Tracy Taylor, Graham Cuskelly and Russell Hoye -- Boca Juniors, the half plus one of the America's population team: the restucturing of the club / Santiago Ramallo and Nick Wilde -- Grand Slam Committee moves to regulate tennis wear logos / Simon Chadwick and Geoff Walters

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